We selected tissue packs as core media instead of traditional media. Distribution of pocket sized tissue packs at terminals: Actually, this is the nearest media to one’s PC. 100,000 tissue packs, with over 100 different funny parody ASCII covers were distributed at the terminals during morning rush hour.

RESULT: This motivated targets not only to submit more and more ideas, but also to talk about their ideas with each other. As a result, this campaign was covered on over 1,000 blogs, YouTube, newspapers, online news, etc. Tremendous publicity! ASCII’s rebirth issue sales +100%.